Treasure Trove Bar on Fort Lauderdale Beach: Closing?

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Having moved here just a week ago from a landlocked, wonky metropolis, I'm still surprised by the novelty of ending up in a beachfront dive bar with a room full of people wearing flip-flops and some semblance of a shirt getting drunk in the middle of the day. 

Such was the case this past Tuesday, when my office mates insisted on my inaugural taco Tuesday lunch at the Treasure Trove. This was the Lauderdale of my imagination, albeit the early and tame version.

As we found our seats, owner Jeff Rudd slapped a notepad on the table for us to tally our taco count while he fetched a round of Red Stripes, Budweisers, Sierra Nevadas and a gratis shot for one of the lovelies at our table. "I've already made thirty tacos before you all got here and I'll be making them all night long," he said. It was 1 p.m.

As much as Lauderdailians may love Treasure Trove and dollar tacos,
the institution's days are numbered. After seventeen years running his bar, Rudd may be forced to close, since his landlord intends to double his rent to $8,000 a month. "I can barely rub two nickels together, let alone pay that kind of money," Rudd said. Rudd has six months until his lease runs out. 

According to 2011 county records, the building and land value for Treasure Trove is $2,719,470 and is owned by Sophia Enterprises, Inc. New Times was not able to reach principals of the company for comment.

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Location Info

Treasure Trove

2933 SE Fifth St., Fort Lauderdale, FL

Category: Music


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30 comments
Beach resident
Beach resident

Lets put a things out there. The owners have no intention of building a condo. They want to close the Trove and open it up as their own bar. These are the same group of building owners who have the tourist traps up the beach such as Rock Bar, Exit 66, Dirty Blonds, and all the t shirt shops. Also I have heard (not confirmed) that the whole building is a land lease from the city as it was part of the original swimming hall of fame and therefore they could not build a condo anyway.

Max
Max

2.7 million is the value of the entire shopping center

Fat Hand
Fat Hand

Well I, for one, pledge to do whatever I can over the next six months to save the Trove. If that means tacos and Coronas all day, so be it.

Carlos
Carlos

A $2.7 million condo would rent for more than $8K per month. Landlords can't be expected to support people who can't get anyone to come in unless they charge 1985 prices.

Mike Treanor
Mike Treanor

TRUE TRUE TRUE ... (except for the land thing... It's not owned by the city)

Carlos
Carlos

The place is a dump. Time to let go of your teddy bear people. Grow up.

Carlos
Carlos

It's time to upscale the beach. Let it go.

Manny
Manny

I live across the street, A newly remodeled unit on a high floor fetches $2500 a month. Doubling Jeff's rent is a joke. The guy is a gentleman and The Trove an institution. If this Sophia group ( the building owners) follow through. I have no doubt in my mind that the place will thrive in a new location. The Trove has a loyal following because of the people that run it, Jeff, Jenny etc. & the regulars, not the four walls. Bars have moved before, Jeff will make it work if necessary.

Mike Treanor
Mike Treanor

That's where you are wrong Carlos... NOBODY is going to pay $8000.00 for a condo on Fort Lauderdale Beach! What planet are you living on? The high-rise hotels on the beach barely reach 50% capacity with tourists at any given time, I assume your new to the Fort Lauderdale beach area.

Trove Patron
Trove Patron

Carlos,

Your comments are fair enough, but to be quite frank, you are wrong and ignorant of what the Trove is and what it means to people of the community. It is unfortunate for you in your ignorance to use words such as "dump" when, in fact the Trove was built by a person who cares about his customers, the community and does not conform to the commercialized, generic establishments that have sprouted up all over Fort Lauderdale Beach. Funny, you mentioned that people walk past and go directly to Coconuts which more confirms your ignorance as a lot of people prefer a laid-back environment where they can bring their pets, relax in the sun and join other friends that have been coming to the Trove for ten years or more. The Trove (which has been respectfully open for 17 years) has customers that are part of the yachting world, the beach and from all over. The owner has held numerous functions for charity, many parties for friends and takes care of his customers. The Trove has more personality and family-friendship oriented atmosphere than most (any, imo) on Fort Lauderdale Beach; it is a place that means a lot to a lot of people. Moreover, it is a BEACH BAR and we LOVE the open windows; non-sensical to have ac, kinda takes away from that feeling of being on the beach, right? The Trove is a place that is special and it is a small space, away from all your sky-rises and fine dining crap. It is very unfortunate that the greed of the landlords of which already own nearly everything in the area do not understand nor give a shit about the integrity of the beach.

Seriously, you have no idea what your talking about Carlos, obviously you have no appreciation for Mom & Pop places that were built by people that try to make a business for themselves and give back to the community; don't worry, Jeff will open another bar elsewhere and please don't visit, we don't need people like you. Go back to Starbucks. 

Bebep
Bebep

Refusing to grow up, I will summon my immaturity and call you a fucking asshole Carlos.

Maybe more hugs as a child would have diverted you from the path of douche bag.

LONG LIVE THE TROVE!!

John L.
John L.

Carlos is right in that most people no longer care about culture, tradition, and that little slice of life that used to be Fort Lauderdale. The Treasure Trove is one of those time-honored dives that will inevitably go away, that give this place we live in the charm and character that it deserves. When it's all plastic club-a-raunts, maybe then we'll mourn the loss of something that was unique. It's why people who value creativity and spirit all eventually move away from this place, so that it can be populated more and more by folks who care about how pretty dishes upon which their $30 plates of food are being served.

Sacred Franchise
Sacred Franchise

Upscale the beach? We tried that, 5 years ago, when we managed to trick the St. Regis hotel chain to set up shop in our overgrown little beach town. The St. Regis, a "six star" hotel, lasted 6 whole months in our town before they pulled out and we were left with a LESS UPSCALE chain, the Ritz-Carlton.

Our experiment with "upscaling the beach" is complete, in other words.

We are not Palm Beach, and we are not Miami. While we need a Ritz & a few Hiltons to attract the few random upper-middle class tourists from South America and Europe who want to come enjoy the perfect winter weather but prefer something less hectic than Miami, we don't need any more Las Olas Beach Club condos blocking the sunlight from the beach at 1 pm every afternoon, in my opinion.

Fat Hand
Fat Hand

You would rather see a condo there than the Trove? Unless you happen to own that specific parcel of property, that makes no sense to me. There is already plenty of upscale at the beach. Keeping a slice of Ft. Lauderdale's beach bum past is like 1000x better than a freaking condo. I mean, it's not even in the same ballpark. I guess reasonable people can disagree on this issue, but I will not just let it go. No, it's gonna be Coronas for me.

Sacred Franchise
Sacred Franchise

"There's a rooftop gym there which would be a pretty cool bar."

WTF? You, Carlos, are out of your freaking mind.

You come across as a stupid young know-it-all with no concept of real life business. The Zoo, that gym, makes money. Real life isn't a video game; you can't just click on a business and replace it with whatever you think would be cool there.

As a lifelong resident, I implore you: go away. Move to Delray. Take your stupid worldview with you, dummy.

Sacred Franchise
Sacred Franchise

Where are you from, Carlos?

Have a little respect for those of us who were born and raised here, aka NATIVES.

We need places to go out and enjoy that don't cost us $100 every time we leave the house. In case you haven't noticed, there are a ton of people going broke, and "jobs/tax revenue" means nothing to us.

The trickle-down economic theory has been disproved over and over. Get a clue.

Carlos
Carlos

There's nothing wrong with "opening it up for themselves". They're entitled to do that. The question is what are they going to open. They must have a plan that they think can make more than $4k per month net. It's not like they're tearing it down and putting in a lawn like O'haras. 

Let's face it. The Trove is the kind of place that you walk by, look inside and then keep walking to Coconuts. If the owners are looking to revitalize that dumpy strip mall I'd be in favor of it. Right now it's just a waste of 2.7 million worth of real estate. I doubt that they're just kicking out the Trove. The only thing that makes sense is that they're looking to do multiple things. There's a rooftop gym there which would be a pretty cool bar.

It's not fair to criticize a plan until you know the plan. Meanwhile get your tacos while you can. With 6 new Mexican places opening in the last year in FTL, you have a few other choices at slightly higher prices.

Beach resident
Beach resident

As I said in my post yesterday the people that own all those places you have mentioned on Fort Lauderdale Beach to use your words 'old crappy, seedy places' are exactly the same owners who are trying to kick out the Trove and Jeff so they can re-open it for themselves. Just as they have done up and down Fort Lauderdale Beach another corporate owned tourist trap. So closing the Trove as you say to clean up the beach will not help because the people closing it are the reason the Beach is such a Tourist Trap and they are just going to reopen it for themselves.

Carlos
Carlos

My point is that Fort Lauderdale beach is beige now. From Beach Place to Oasis is the same old crappy, seedy places. It needs to become more like Delray, where there's a mix of old and new. Sorry if it went over your head.

John L.
John L.

Always trying to derail arguments with non-sequitur. No one's talking about Delray Beach here... the subject is Fort Lauderdale. Scroll back up a few posts and try to keep up.

Carlos
Carlos

I think you're arguing FOR beigeness. What's wrong with Delray, were you can go to Tryst or Doc's, Vic and Angelo's or Johnnie Browns? It's a bit of the new and a bit of nostalgia. Something for everyone.

John L.
John L.

There's nothing wrong with letting the tourists have there $40 dinners and creating jobs/tax revenue. And there's nothing wrong with "out-with-the-old, in-with-the-new" -- even though you evoke a wonderful red herring in the Floridian, I'd agree it's hardly a place I'd frequent. No, what I take issue with is the sameness... the slow crawl towards one fancy, beige, groan-inducing blah. With the economy the way it is and the fast rise and fall of these schlocky PR-laden joints, I think its kinda sad that the dives that locals love can't find a way to stay afloat in all this muck. 

Carlos
Carlos

Culture has value if it's good culture. When the culture is tattooed, chain-smoking biker dudes who still live their lives the same way as they did when they were 22 at 50, then it's not worth preserving.

You can claim that Las Olas doesn't have the charm that it once did, but the only place left, the Floridian, is the worst food and the worst service on the street. It's not charming; it's an eyesore and a waste of real estate.

The beach area needs some decent places to fit the new demographics of the city. We want tourists coming here and we want them to spend money. The $40 dinners generate more tips for workers, more tax revenue for the city and more jobs for people who live here. You don't build an economy by propping up some guy who has owned a bar for 20 years and doesn't have 2 nickels to rub together, just so you can save $2 on a taco once in a while.

Mike Treanor
Mike Treanor

Calos, you can go to the W or the Ritz and have a meal and a cocktail in Air Conditioning ... I have to warn you though .... you will be the only one there!

Carlos
Carlos

I mentioned to condo to illustrate that the rent that the Trove is paying is ridiculously low.  I wasn't implying that they should convert it to a condo.

Fat Hand
Fat Hand

Holy shit I broke my premise. You mentioned the condos man. Regardless, I like the Trove, you apparently do not and that is fine. I like decent restaurants too, and hey Coconuts is right across the street. Best of both worlds. We really should be trying to focus on getting rid of Bubba Gump anyway. That place is a travesty.

Carlos
Carlos

Your premise is broken. Nobody is going to build a condo there.

I'd rather see a decent restaurant or maybe a bar with air conditioning. The entire beach area can't be a "slice of fort lauderdale". We can't keep all of these dumps open for the sake of nostalgia. We need some places to eat where you don't leave sweating with a butt-ful of splinters.

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